BtoB Media Business - September 2011 - (Page 15)

Sales & Marketing Counting the leads Business publishers boost investments in Web metrics to optimize clients’ online campaigns AD VANTAGES SALES & MARKETING Creating more custom content UBM Canon in late July named Kieran Hannon VP-marketing. Hannon, who previously oversaw sales, marketing, content and distribution for Sidebar Inc., is responsible for strategic marketing, business development, audience development and engagement, and BIO marketing communications. Kieran UBM Canon cov- Hannon ers the advanced VP-marketing, UBM Canon manufacturing sector. Media Business: What are your top sales and marketing priorities? Kieran Hannon: Essentially, to take the great assets of UBM Canon and make sure they’re focused in one strategic direction. My goal is to realign resources around a centralized marketing function to ensure the “voice of the customer” is core to all of our programs. I plan to do this globally, creating a strong foundation that supports growth internally as well as on behalf of our advertisers and readers. MB: How will you leverage your portfolio to enhance online revenue? Hannon: Our properties are available online; and we want to drive that in a more personalized, customized manner and allow the readers to determine the type of content that they would like to receive and how they want to receive it. …It’s a 360degree view of their needs. Integration is an important step and step two, as it relates to increasing revenue, is providing our client partners, the advertisers, the ability to determine when and how they want their messages to be delivered. Creating communities is going to be an —M.S. important part as well. N dard and model that the BPA can use to benchorthstar Travel Media, which targets mark and certify a company’s Lead Engagethe travel, meetings and hospitality ment and Activation Process (LEAP). industries, last month decided to part “It behooves the media partners [of marfrom its previous Web analytics provider, keters] to make sure the client has a proper sysNetInsight, and switch instead to Omniture. tem in place for taking the lead flow—the con“Omniture will provide us with deeper and tacts—and putting them into a disciplined strucreal-time Web metrics that will assist in deci- ture, of process conversion, and then quantify sion-making,” said Tom Kemp, chairman-CEO the success rate of doing this,” said Neale-May. of Northstar Travel Media. The publisher is also Business publishers are stepping in to fill the looking to bring in more “analytical talent” to void in online metrics. enhance campaign opIDG Enterprise, timization, with the for example, earlier goal of netting higher this year started to customer retention run Brand Gen prorates, Kemp said. grams, which offer The various moves advertisers various at Northstar illustrate types of ad units that how business publishblend branding and ers are raising their in- Michael Friedenberg, president-CEO of IDG Enterprise lead-gen elements. vestments to address a Through August, problem that seems to plague many business 25% of online brand awareness campaigns on marketers as they transition to a digital age: a IDG Enterprise sites consisted of Brand Gen lack of metrics for their online programs. campaigns, said Michael Friedenberg, presiOnly 18% of marketers plan to leverage dent-CEO of IDG Enterprise, whose brands ine-metrics and other online performance indica- clude CFOworld, CIO and Computerworld. tors, according to the CMO Council’s annual re“It allows us to be more strategically port on the state of marketing. Just 15% of aligned,” Friedenberg said. “Instead of offering marketers will conduct statistical analysis and a one-off lead-generation program, we work predictive modeling to measure impact, and with our advertisers to provide content mar12% will implement closed-loop systems to keting solutions. This allows us to provide the monitor acquisition impact and effectiveness, right content at the right time of the purchase according to “The 2011 State of Marketing: process to the right target audience. That, in Outlook, Intentions and Investments.” turn, helps our customer drive increased enThe report, which was released in July, was gagement and revenue growth.” based on an online survey of 768 senior marLeadAccel, which IDG Enterprise debuted keters conducted in April and May. According in January, tracks where a customer is in the to the report, 64% of respondents said they purchasing cycle and provides brand content, will move to improve customer segmentation such as white papers and videos, to try and adand targeting, while 43% said they plan to in- vance the process. vest in digital demand-generation programs. Through August, 20% of the leads capThe CMO Council is taking pains to address tured via the LeadAccel program were in the the gap in the marketplace. Late last month, the “accelerated” stage, Friedenberg said, meaning council submitted a proposal to BPA World- those prospects who are closer to pulling the wide to develop an auditing framework for lead trigger than others. life-cycle management, said Donovan Neale“Lead-gen is getting more sophisticated,” May, executive director of the CMO Council. Friedenberg added. “It’s not only a matter of He added that the council is currently meet- click-through [rates] but how many assets ing with media companies, marketers and “so- readers are looking at when they’re on the lution providers” to create a best practices stan- page.” BY MATTHEW SCHWARTZ “Instead of offering a one-off lead-generation program, we work with our advertisers to provide content marketing solutions.” mediabusinessonline.com | September 2011 | Media Business | 15 http://www.mediabusinessonline.com

Table of Contents for the Digital Edition of BtoB Media Business - September 2011

BtoB Media Business - September 2011
Table of Contents
Outsell report bodes well for b-to-b media
Companies plan for growth amid economic uncertainty
Dealmaking picks up, raising hopes of a comeback
Sales & Marketing
Events
Audience Development
Production
People
Benchmarks
How SourceMedia transformed its operations

BtoB Media Business - September 2011